Lead Generation Infographic

by on Dec 13, 2012
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The forces that shape the ways we do business online are changing. Here is a lead generation infographic that outlines the ways we see the forces shaping local lead generation in 2013.

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Lead Generation Infographic

 

 

 The State of Lead Generation

Marketing and sales are becoming rapidly intertwined.The traditional sales funnels now extends beyond pre-determined conceptual boundaries.Prospects become qualified even before they reach sales material

Inbound Marketing 2.0

Consumers are using local and geo-targeted search to find business services, are influenced by social signals when making decisions, use mobile devices to search and expect to find what they are looking for immediately.

What’s Driving Change

  • Increased Mobile Penetration (mobile)
  • Smart-phones allows for hyperlocal, hypersocial communications and interactions with brands
  • Improved Cross-Platform Integration
  • Social Media and Search are now intertwined

Some Recent Developments

  • Google Places Becomes Google+ Local
  • Google + Integration in search results
  • Facebook Open Graph open to developers
  • Twitter Tailored Trends
  • Linkedin Company Pages
  • Pinterest Business Accounts for Brands

Top Local Search Categories 2012

  • Restaurants
  • Financial Services
  • Auto Repair
  • Real Estate
  • Beauty Services
  • Physicians & Surgeons
  • Auto Parts
  • Building Contractors
  • Legal Services
  • Lodging
Source: yp

Local Discovery

  • 4 in 10 consumers use local search once a day, 2/3 use it 4 times per week
  • Incidence of Local Search by Product Category
  • Restaurants and Dining 84%
  • Transportation: 80 %
  • Contractors: 79%
  • Retail Store: 77%
  • Automotive: 72
  • Professional Services: 70%
  • Personal and Fitness: 70%
  • Financial Services: 70%
  • Most Look For:
  • Listings
  • Hours of Operation
  • Phone Number
  • Business Website

Source: yp

Social Weight & Signals

  • 33% of searchers seek social proof: consumer ratings and reviews
  • 7 in 10 who read reviews share them with friends
  • 97% who made a purchase based on an online review found the review to be accurate
  • 46% of people feel they can be brutally honest on the Internet
  • 38% aim to influence others when they express their preferences online.

Source: Comscore/The Kelsey Group, Oct. 2007

Social Content Sharing

  • More Canadians are spending more time on social networking sites
  • Facebook: +15% Visitors, +20% Minutes Spent
  • Twitter: +60% Visitors, +98% Minutes Spent
  • Linkedin: +39% Visitors, +70% Minutes Spent
  • Youtube: 179% rise in viewing intensity in 2012
  • They read, watch and share quality content

Source: comScore: 2012 Canadian Digital Future in Focus

Mobile in Canada

  • Smartphone penetration has reached 45%
  • Canadian Smartphone subscribers are accessing more mobile content
  • News and Information +43%
  • Social Networking and Blogs +40%
  • Search +30%

Lead Management

  • More than 70% of leads generated are wasted
  • Ignored by sales
  • Delayed response
  • Not qualified
  • Sales force uses outdated tactics
  • Interest fades faster, prospects just move on

Source: Forbes

Proper Communication

  • Consistent positioning across all touchpoints
  • Optimize what you already own
  • Earn the trust of your audience
  • Modernize your sales process

Owned Media

Earned Media

  • Customers become the channel
  • Transparent and evergreen
  • Most credible
  • Can be in the form of reviews, blog posts, likes, re-tweets

Lead Management

  • Immediate response works
  • Responding within 5 minutes of a lead being generated leads to 21 times higher chances of qualifying
  • The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times
  • Communication must be consistent with all other brand touchpoints

Sources: Lead Response Study, Forbes

Opportunities

Optimized Local Listings

  • Local Page Creation and Optimization
  • Creating more optimized local listings in the most popular platforms
  • Get more reviews and citations
  • Use local listing pages to communicate with your circles
  • Be visual

Managed Social Media

  • Create content that your audience will share
  • Facebook
  • Twitter
  • Youtube
  • Tumbler
  • Expand your circle of influence

Mobile Optimization

  • Mobile friendly website
  • Responsive design
  • Geo-Location Data
  • Call Functionality

Inbound Communications

  • Respond fast to customers and prospects
  • Optimize your sales process
  • Properly qualify leads
  • Be consistent

 

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